Tercia, Christiana Yosevina; Teichert, Thorsten - In: Asia Pacific Journal of Marketing and Logistics 28 (2016) 5, pp. 827-840
Purpose The purpose of this paper is to investigate how monetary incentives foster purchase intention in WOM settings. Design/methodology/approach This study investigates offering mobile coupons as an incentive and word-of-mouth (WOM) tool. An empirical study compares achievable effects on WOM...